Discovery meetings, what does good look like, why are they so difficult to get right and how do you do it well.

While I firmly believe that the foundation of all sales models lies in the volume and quality of introductory meetings, it’s the discovery meeting that truly holds a special place in my heart, coming in a close second to the introductory meeting. This stage is not just about the initial interaction; it's where the real opportunity to understand and align with the client's needs begins.

In this article, I will delve into the essence of an effective discovery meeting, pinpoint the common shortcomings often encountered, and offer strategies to address these issues.?

Let’s start with what is discovery in the sales process. From google. “A discovery call in sales is?a meeting between a sales representative and a prospect that happens after qualification. During a discovery call, the seller gathers information about the buyer's pain, needs, decision-making process, and other factors to determine whether they are a good fit for their product”.?

In my opinion, the commonly accepted approach to discovery calls is fundamentally flawed. Merely focusing on pain points, needs, and decision-making processes turns what should be a nuanced engagement into a transactional interaction, neglecting the essence of the client relationship. Sales, in its truest form, should be about more than just solving problems and meeting needs. It's about building a genuine connection, understanding the client's broader context and aspirations.

My definition of a discovery meeting is: "A strategic set of meetings where we engage with key stakeholders, delve into the details of their business by posing the right questions to the right individuals. The aim is for these questions to prompt reflection and learning on the part of the prospect, while simultaneously granting us a deep understanding of their needs and challenges. This understanding allows us to:

1. Ascertain whether our services are not a fit and, if so, candidly convey that we cannot assist them.
2. Comprehend their situation thoroughly and outline how we envision supporting their journey moving forward, both qualitatively and quantitatively."

As you can see the second descriptions client centric and the first is you centric.?

Discovery is a journey, one that's collaborative and insightful for both the client and the provider. It's a process where the client unravels the realities of their current operations and aspirations, engaging in a dialogue that encourages introspection and clarity. The core of a discovery meeting is to facilitate the client in articulating where they stand, where they aim to be, and the most effective pathway to get there. On this journey, they are free to ask questions and ponder their strategies.

From our side, the role in this process is to listen actively, assimilate the insights shared by the client, and then mirror back these learnings, aligning them with our service model. The essence of discovery is in fostering this mutual understanding and charting a course that's genuinely beneficial for the client.

Discovery can be broadly categorised into two fundamental types, each serving a distinct purpose in the sales and project engagement process:

1. Prequalification Discovery: This is typically the preliminary phase for complex projects. It involves an initial assessment where both parties evaluate the potential of working together. The primary focus here is to gauge the fit and feasibility of the partnership before delving into the finer details of the project. This type of discovery ensures that time and resources are invested wisely, moving forward only when there's a mutual understanding and agreement on the basic terms and potential of the collaboration.
2. Full Discovery and Fact-Finding: This is a more in-depth and comprehensive approach, conducted once the prequalification criteria are met and both parties are seriously considering engagement. It involves detailed discussions with the right stakeholders, aimed at gathering all necessary facts and understanding the nuances of the client's needs, challenges, and goals. The tone of this discovery is crucial—it must be conducive to open, honest communication, ensuring that all relevant information is accurately captured.

Both types of discovery are pivotal in their own right, setting the stage for a successful, transparent, and effective partnership.

Indeed, the complexity of the sales process often mirrors the intricacy of the discovery phase. The more nuanced and multifaceted the product or service, the more comprehensive and detailed the discovery needs to be. And yes, while many in sales might assert that their model is unique or deviates from the norm, my experience across various industries—from life insurance and software to consulting and engineering, involving deals up to $1.4 billion—reinforces a consistent pattern. The process and the critical engagement with stakeholders remain fundamentally the same. The variation lies in the complexity, not in the foundational structure of the discovery process. And humorously, if I had a dollar for every time someone in sales claimed their process was an outlier, my bank account would be heavier by a thousand bucks.

Let's examine a personal case study that underscores the importance of thorough discovery. As an elite amateur athlete, I faced a significant challenge. Following a commendable 5th place finish at the world championships in Holland, I experienced an injury, quite humorously yet uncomfortably, in the most awkward of places—my butt. Despite its less technical description, the discomfort was real and concerning.

In search of a solution, I consulted with a range of professionals—three physiotherapists, two chiropractors, and one of Singapore's renowned sports doctors. Despite their expertise, eight months passed without any substantial progress, answers, or relief. Each consultation, though well-intended, failed to address the root of my issue

Then, as a final attempt, I turned to Will Calla, a chiropractor based in Singapore and a trusted friend. Unlike the others, Will approached the problem differently. He dedicated an entire hour to understanding my situation, asking over fifty questions. He meticulously documented each response on a window, painting a detailed picture of my condition. After this thorough and methodical inquiry, he confidently declared that he had pinpointed the problem. Though skeptical, given my past experiences, his methodical and in-depth approach intrigued me, hinting at a potentially different outcome this time around.

Following his extensive and detailed inquiry, Will diagnosed me with what humorously could be termed 'tennis elbow of the Butt' and prescribed the appropriate exercises to address the issue. Additionally, he recommended an MRI to confirm the diagnosis, ensuring we were on the right path to recovery. Remarkably, after four weeks of following his prescribed regimen, the issue completely resolved, and, to this day, it has not recurred.

This experience was a testament to the power of a thorough and methodical discovery process. Unlike the previous specialists who failed to pinpoint the problem, Will's approach of asking the right questions and diligently mapping out the information led to an accurate diagnosis and effective treatment. It highlights the importance of a deep, comprehensive understanding of the issue at hand, a principle that's just as applicable in sales and client engagement as it is in medical treatment.

It was Will's thorough discovery process, something the others had overlooked, that made all the difference. They rushed to treatment, but he took the time to understand the problem fully. One insightful discovery session with Will led to the right solution, earning my full engagement and lifelong loyalty.

This simple example illustrates that when done correctly, discovery is highly effective. It brings multiple benefits:

1. Trust: A well-conducted discovery establishes a foundation of trust between the client and the provider.
2. Clarity: The client gains a real understanding of their situation. Note that I steer away from the term 'problem statement' as it's often a manipulative tactic used in sales to create urgency. Proper discovery naturally leads the client to clarity without forced urgency.
3. Mutual Understanding: It allows a deep dive into the client's world, helping you understand what you can offer, what you can't, and, crucially, what drives your prospect.
4. A Natural Process: Discovery isn't a forced step; it's a critical, organic part of the journey towards a solution.
5. Engagement: Through discovery, you identify and engage the right stakeholders. The process, being inherently about doing the right thing, facilitates this engagement smoothly.
6. Logical Progression: It creates a natural progression of steps that logically follow one another, making the entire process coherent and understandable.
7. Actionable Outcome: The process culminates in a clear call to action, as seen in my personal example. Despite the cost, I willingly spent $1,000 on the MRI because the need for action was clear and justified—a significant step, especially noting my Scottish frugality.

Where does discovery go wrong??

Discovery Omission:

The discovery phase is often skipped due to a rush to deliver demos, or quick proposals. This oversight leads to a significant gap in truly comprehending the client's unique situation and goals.

Superficial Discovery:

Discovery tends to be shallow when the emphasis is on speed over depth, or when sales training lacks a focus on the importance of a comprehensive, client-centric understanding, resulting in a surface-level engagement that fails to uncover deeper insights.

Incorrect Stakeholder Engagement:

Engaging the wrong stakeholders usually stems from a lack of thorough research or a desire to expedite the process, leading to missed opportunities to gather diverse and crucial perspectives necessary for a holistic understanding.

Inadequate Question Preparation:

A lack of preparation in formulating the right questions arises from underestimating the discovery's complexity or failing to tailor the approach to each client's specific context, resulting in missed opportunities to probe deeply into the client's needs and goals.

Passive Engagement:

Passive listening occurs when representatives are more focused on their next question or pitch rather than genuinely understanding the client's responses, leading to a superficial interaction that doesn't fully acknowledge or address the client's situation.

Lack of Documentation:

The failure to document discovery sessions often results from a lack of discipline or the misconception that memory alone will suffice, resulting in crucial details being forgotten or misconstrued, and ultimately, a disjointed or ineffective strategy moving forward.

What does a good discovery look like.

I am going to lay out a simple structure here that yes oversimplifies it but if followed works in all sales. Please take with a pinch of salt that it varies on complexity and each sales process.?

The basic discovery process involves several critical steps to ensure a comprehensive understanding of the client's needs, goals, and the context of their business.

Here's a structured approach:

NDA Confirmation:

Ensure a Non-Disclosure Agreement (NDA) is signed before proceeding. Conducting discovery without an NDA can risk exposing sensitive information.

Review Existing Information:

Thoroughly review all notes and information gathered so far to have a clear understanding of what has been discussed and discovered up to this point.

In-depth Research:

Conduct a fresh review of the people, company, and industry. This step is distinct from reviewing your notes; it involves updating and deepening your understanding of the current context.

Clarity on Next Steps:

Clearly understand and articulate the next steps after the discovery session, ensuring both parties are aware of the expected progression.

Identify Core Areas:

Determine the key areas you need to understand about the client's situation, challenges, and objectives.

Formulate Targeted Questions:

Develop specific questions to uncover the needed information in each of the identified core areas.

Ensure Right Participants:

Confirm that the correct stakeholders are involved in the discovery process. Consider whether group or individual sessions are more appropriate; individual sessions often encourage openness, trust-building, and effective stakeholder engagement.

Structured Interaction:

Start by building rapport, then clearly explain your process. Proceed with your questions, summarising what you learn and confirming understanding along the way. Give a rough outline of what you'll come back with and schedule the next meeting.

Follow-Up Communication:

Send a personalised thank-you email to each participant after the session, reiterating the key points discussed and setting the stage for the next meeting.

This structured approach to discovery ensures a thorough understanding of the client and lays a solid foundation for a successful partnership.

The complex discovery process

Typically involves more detailed steps, especially when dealing with high-stakes or technically complex sales situations. Here's how the process unfolds:

Qualification and Initial Engagement:

Begin with a qualification process involving the client. This step ensures that both parties are serious and committed to exploring the potential partnership. Secure an NDA to protect the information shared during discussions. Conduct initial meetings where you delve into the technical aspects of the sales process through targeted questions. This phase is often more controlled and expectation-driven, involving one or two key client representatives. It's particularly relevant in scenarios like responding to an RFP or when a potential client has proactively reached out. Remember, in certain industries, the sales process can be exceedingly costly (sometimes up to $15 million), making the qualification phase crucial to determine the viability and potential ROI of pursuing the opportunity.

Transition to In-depth Discovery:

After the initial qualification and engagement, if the opportunity seems promising and both parties are interested in proceeding, transition into the basic discovery phase as outlined previously. This involves a more comprehensive understanding of the client's needs, the mapping out of core areas of understanding, formulating the right questions, ensuring the right stakeholders are involved, and effectively planning and conducting the discovery meetings.

The complex discovery process is about layering the foundational steps of basic discovery with an initial, more technically focused qualification phase. This ensures that by the time you invest in the comprehensive discovery, both parties are confident about the potential value and alignment of the opportunity.

?Undertaking such a comprehensive discovery process indeed demands significant effort, but the outcomes justify the investment. Here's how this meticulous approach translates into tangible benefits:

Really benefits of getting this right:

Enhanced Conversion Rates:

The initial phase is crucial for gauging the viability and mutual interest in the opportunity. By engaging in a thorough discovery, you effectively filter out less serious prospects ('tire kickers'), leading to higher conversion rates at the proposal stage. At 1000Steps, for instance, our ratio is good: for every five discovery sessions, we onboard three new clients. This high conversion rate is not just a testament to the effectiveness of our model but also an indicator of the quality of engagement initiated during the discovery phase.

Client Satisfaction and Risk Management:

Clients feel understood and valued, knowing that their specific needs and contexts are being thoroughly considered. This depth of understanding enables a more accurate assessment of how and if we can assist them, effectively managing the risk of unsuccessful engagements. The discovery process provides clarity, setting realistic expectations and a solid foundation for our potential to drive success for our clients.

Durable and Meaningful Relationships:

The relationships forged through this process are not just transactional; they are deeper, more meaningful, and consequently, more enduring. The comprehensive understanding and mutual respect established during the discovery phase contribute to a stronger, more resilient client-provider bond.

Seamless Progression Through the Sales Pipeline:

With a thorough discovery as the starting point, the journey through the opportunity pipeline is smoother and more logical. Each step feels like a natural progression rather than a forced push, resembling a mutual journey towards a common goal rather than a one-sided effort. This harmony not only enhances the client's experience but also streamlines our internal processes, making the entire engagement more efficient and effective.

In essence, while the discovery process is undoubtedly labor-intensive, its benefits - higher conversion rates, client satisfaction, lasting relationships, and a smoother sales pipeline progression - make it a worthwhile endeavour.

To ensure the discovery process is effective:

1. Clearly outline your discovery process so every team member understands each step and its purpose.
2. Track and measure the process in your CRM to maintain visibility and accountability.
3. Regularly review notes and insights from discovery sessions as a team to foster collective learning and improvement.
4. Prioritize proper documentation in the system, ensuring that all critical information is accurately captured and easily accessible.
5. Thoroughly review the preparation for each meeting, ensuring that the right questions are ready and the goals of the session are clear.
6. Conduct bi-weekly reviews of a case with each salesperson to offer personalised feedback and guidance.
7. Ensure the initial engagement and qualification steps are executed correctly, setting a solid foundation for the subsequent discovery.
8. Consistently coach your teams, emphasising the importance of each step of the discovery process and fostering continuous improvement.

As you saw with my example it’s easy to get it wrong. Not the first time for me and sure it will not be the last. I am going to give one more example of failure for me and then one the went beyond our wildest dreams..?

Example of failure

We once had a promising prospect in Scotland, and the discovery process initially seemed to go incredibly well. We engaged effectively with the entire team, and the Managing Director (MD) and I were in sync. He was enthusiastic and ready to give the green light. Then, he suggested presenting it to the board, which I thought was a fantastic step forward. However, at the board meeting, the scenario drastically changed. They dissected my proposal, critiqued it heavily, and it turned out they had their own solution in mind.

Reflecting on this, I realized my critical oversight: I hadn't mapped out all the stakeholders from the start. I should have involved the board in the discovery process too. Maybe the outcome would have been the same, but at least I wouldn't have invested 20 hours into a dead-end. Despite this, I genuinely respect the MD; he's an outstanding individual, and we've since become friends. But this experience was a tough lesson in the importance of thorough stakeholder mapping—it was my mistake, and it could have been avoided.

Example of success

I had a long-standing contact in Singapore who required a small consulting project. When we extended the conversation to their UK head office, their interest was apparent. I insisted on conducting a discovery session with both the local contact and the UK team. During this process, it became evident that the company was grappling with a more significant issue. We broadened the scope of our discovery to accommodate this new insight, leading me to engage with the head of marketing, the CEO, the CFO, and other key stakeholders.

This meticulous approach transformed the project into our largest and most complex undertaking, but also one of the most rewarding. The project's success hinged on a few critical factors:

1. I had nurtured these contacts over time, laying a foundation of trust and familiarity.
2. The discovery was conducted thoroughly, revealing not just surface-level needs but deeper, more strategic issues.
3. We successfully engaged key stakeholders, ensuring a comprehensive understanding of the company's challenges and goals.

In this case, we also faced competition from an incumbent, adding an extra layer of complexity to the project. However, the solid relationships, detailed discovery, and inclusive stakeholder engagement made all the difference, turning a small project into a significant, impactful engagement.

Summary

The advantages of a well-executed discovery process are truly transformative. It not only enhances the precision and quality of your sales pipeline but also boosts the success rate and retention of your sales team. Moreover, it fosters consistent, predictable revenue streams and facilitates scalable growth. Additionally, when challenges arise, a robust discovery framework enables quicker identification and resolution of issues.

At 1000Steps, we recognise the immense value of this process and are committed to helping businesses excel in it. We offer a complimentary program designed to refine your discovery approach. This program includes live webinars and virtual sessions that guide you through our proven model. For more details or to join the program, simply reach out and introduce yourself. Our team will ensure a smooth onboarding process, and you're welcome to include any of your team members who would benefit from this program.